The Challenges
Improving Catalog Management – The catalog was brand new, parentages were not correct and products were often showing in other categories.
Conversion Rate – Even Though the brand has a unique proposal and can appeal to a wider audience, conversion rate was lower than the average for stamps. The brand’s message could be improved.
Creative Assets – The creative assets were not retail ready for Amazon, they needed to explain how this product added value to the shopper.
Advertisement – Campaigns had to be built from scratch.
The Approach
In order to define our strategy, we started by analyzing our target market and its size.
We then followed a plan integrated with the following elements:
Catalog Management
- Creation of correct parentages to boost sales on the products that needed to increase sales.
- Listing creation and optimization from A-Z, with new products as the catalog is growing.
- Adding new stamp styles and accessories to listings in ways that improved upon competition.
- Heavy focus on FBM because most of their ASINs are customizable. Handling times and shipping on time were especially important and the late shipment notifications helped keep Stamp Hub on track
Marketing & Design
- We used the brand’s mission and assets to create compelling A+ Content, Infographics and Copywriting to address the customers’ lifestyle communication needs.
- Focused our proprietary process on SEO to improve ranking, indexing and traffic.
Advertisement
- We created campaigns with the main keywords, competitors, category, video and defensive targeting of our main competitors and our products to avoid customers window shopping in other listings.
- We continuously create value through posts so customers looking for solutions know our products.
- • Spending on PPC strategically (maximize investment since the shoes space is crowded).
- PPC campaigns updates prior to the change in seasons and consumer behavior.
Account Health
- Inventory management to maintain a healthy IPI score (again due to the large catalog and many SKUs since each style and variation has several sizes).
- Auditing sell-through rates and processing removal orders as needed
The Impact
- Started with Listing creation and optimization from A-Z and building and updating their brand store to be cohesive with their own online store considering seasonality.
- Increased conversion rate by a 2.5%
- Increased average monthly revenue from $9,100 to $35,800
- Experienced all time high revenue month in May 2022 with $77,000
